Smita Shrinivas, the creative force behind the label, chose an unconventional path, stepping away from her family’s engineering legacy to pursue a career in fashion. A graduate of NIFT Mumbai, she distinguished herself through her exceptional creativity and technical expertise, earning multiple accolades during her academic years. Driven by a desire to expand her global perspective, she pursued an Associate’s degree at FIT New York, graduating Summa Cum Laude and earning recognition for her capstone collection, which was showcased at the prestigious FIT NYC Gallery.

Her years in New York provided invaluable exposure to the global luxury fashion industry. She interned during New York Fashion Week and worked alongside internationally acclaimed designers before joining the renowned couture house Marchesa. There, she contributed to the creation of garments for some of the world's most prestigious red-carpet events, including the Cannes Film Festival and Golden Globe Awards. Upon returning to India, she worked with leading couture houses before launching her eponymous label, driven by a vision to create a distinctive voice in modern Indian couture.

Complementing Smita’s creative direction is Ajay Kumar, whose expertise lies in textiles, material innovation, and design development. Also a graduate of NIFT Mumbai, Ajay began his career in the luxury home furnishings industry, working with distinguished brands such as Sarita Handa and Dialogue Living. His experience across textile design, surface development, and luxury interiors cultivated a sophisticated understanding of materials, texture, colour, and craftsmanship. Bringing this unique perspective into fashion, he became an integral part of building the label, helping shape its design language and operational growth from the ground up.

Together, Smita and Ajay have cultivated a brand identity rooted in innovation, craftsmanship, and storytelling. Their complementary backgrounds, one shaped by international couture and fashion design, the other by textiles and luxury living, have enabled them to create collections distinguished by intricate embroideries, rich textures, sculptural silhouettes, and meticulous attention to detail. Today, Smita Shrinivas stands as a reflection of their shared belief that true luxury lies in craftsmanship, individuality, and timeless design, with each collection continuing to push the boundaries of contemporary Indian couture.